Hong Kong – The PR chief of Baidu, a Chinese search engine, has stepped down from her position after sparking a public relations crisis with controversial comments endorsing a tough workplace culture. Qu Jing, the former vice president and head of communications at Baidu, faced backlash for her remarks about strict management practices and unyielding demands on her direct reports.
Qu’s statements, made in a series of short videos on China’s version of TikTok, resonated with young workers who are increasingly vocal about the culture of overwork and cutthroat competitiveness in the tech industry. In one video, Qu berated an employee for refusing a business trip during the Covid-19 pandemic, showing a lack of empathy for personal circumstances.
The videos quickly went viral and drew criticism on social media platforms like Douyin and Weibo, with users accusing Qu and Baidu of promoting a toxic work environment. Ivy Yang, a China tech analyst, noted the insensitivity and indifference in Qu’s tone, reflecting a broader issue of work-life balance for employees facing intense pressure to perform.
The backlash against Qu is part of a growing trend in China, where young workers are pushing back against demanding workplace cultures. Similar to the backlash faced by Alibaba co-founder Jack Ma for endorsing excessive working hours, Qu’s comments have reignited discussions about work-life balance and employer expectations in the face of economic challenges.
As public anger mounted, Qu eventually apologized, acknowledging the harm caused by her remarks and distancing herself from Baidu’s values. However, former colleagues revealed the aggressive corporate culture she brought from Huawei, another tech giant known for its intense work environment.
The incident underscores the tension between employee well-being and corporate demands in China’s competitive tech industry. With the economy facing challenges and worker dissatisfaction on the rise, the Baidu saga serves as a cautionary tale about the consequences of prioritizing performance over employee welfare.